Some people think the “we” campaign is just a drop in the vast ocean of consumer advertising. In his New York Times article about the campaign, Andrew Revkin, quotes John Murphy Jr., associate professor of marketing at the University of Iowa:
“I think the global warming project media budget should be 10 times as high,” he said. “Both Coca-Cola and Pepsi spend over a billion dollars each year to promote brand preference for soft drinks. In this light, the $100 million per year to change our lifestyles seems pretty small.”
For some more perspective, here is the list of the top 10 brands with their yearly ad budgets – from Ad Age Top 200 Brands:
I understand the “we” campaign’s strategy of targeting ‘influentials’, and of trying to stretch their $300 million budget that way. It is a smart move, but cleverness can only go so far.